IMPACT OF PROMOTIONAL ACTIVITIES ON THE MARKETING OF GOLDEN MORN PRODUCT IN ENUGU STATE
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IMPACT OF PROMOTIONAL ACTIVITIES ON THE MARKETING OF GOLDEN MORN PRODUCT IN ENUGU STATE
ABSTRACT
Modern marketing organisations are increasingly recognising the need of a successful communication and promotion strategy for their target audience. This includes the beverage industries. Their offering includes vegetable commodities that have a substantial impact on our daily lives.
However, this product addressed the “impact of promotional activities on the marketing of Golden Morn product in Enugu metropolis.” It was separated into five chapters.
The first chapter contained the project’s introduction. The remaining four chapters included a literature review, research design, data presentation and analysis, and conclusion and recommendations.
The research included both primary and secondary data, with structured questionnaires used to collect information from textbooks and other research materials.
The study used a randomly selected population of 465072. However, utilising Taro Yamani, a sample size of 400 was used. In Chapter 4, tables and chi-square were employed as statistical tools to analyse the data.
In which it was recommended that the pricing of the Golden Morn product be aggressively promoted and sales promoted in order to reach their target customers and reduce the activities of their competitors.
The study indicated that he was used by the firm to decrease the impact of competitors and help maintain a consistent pricing for their goods.
Chapter One: Introduction
Background of the study
One of the primary pillars of marketing is the providing of goods and services to meet the requirements and desires of the consumer, resulting in profit for the firm. Thus, the focus of marketing is on providing a product to satisfy the consumer or customer, making product a vital marketing strategy.
However, Ebue (1990:1) argued that if your product is perfectly packaged, priced, properly distributed, and positioned to best fulfil the wants of the buyer, you have wasted all of your marketing skills if no one knows you have them. Your clients will only know through promotional efforts.
It is vital that a company not only produce high-quality goods that match the demands of the target market, but also communicate a success story. That is, convey information about the product’s attributes and benefits to the target market.
Adirika, Ebue, and Nnolim (2006:35) define promotion as the component used by an organisation to inform, educate, and persuade the market about the company’s offerings: advertising, personal selling, sales promotion, publicity, and public relations are the primary variables of promotional tools.
The shortsighted notion in Nigeria that money spent on promotional activities is a waste should be eliminated entirely, despite the fact that we operate in a seller market where enterprises can sell their goods and services without enough advertising.
There is no certainty that this situation will continue indefinitely. Promotion, or distribution, is one of the aspects of the business marketing mix that tries to inform the public about the availability of goods and services,
as well as their communication and consumption. Product promotion may often persuade, making it a useful tool for achieving desired societal change if used correctly.
Modern marketing organisations are growing, recognising the importance of a successful communication and promotion campaign for their entire audience. This includes beverage industries, which are sometimes very profitable, and has brought so many beverage industries into their market, resulting in competition.
Beverage industries should pay adequate attention to the issues that involve decision making when designing appropriate promotion strategies for survival. Because of the importance of promotion as a vehicle for information in the organisation, the research attempts to investigate the impact of promotional activities on product marketing.
Statement of the Problem
Many consumers do not buy a company’s product because they are unaware of its existence. Insufficient and ineffective use of marketing communication tools results in low sales turnover.
Given the competitive pressures caused by rising costs, growing industrial concentration as a result of acquisitions and mergers, and the risk of product obsolescence that comes with rapid technical innovation. It is apparent that promotional policies have become issues of critical relevance to both the manufacturer and marketer.
There has been a significant increase in the quantity of beverage goods (both locally manufactured and imported), resulting in rivalry that is growing harsh and ruthless. In fact, developing efficient promotional methods would be a critical step towards generating a market.
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